文化大學機構典藏 CCUR:Item 987654321/52684
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 46965/50831 (92%)
造访人次 : 12776299      在线人数 : 432
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    主页 ‧ 登入 ‧ 上传 ‧ 说明 ‧ 关于CCUR ‧ 管理 到手机版


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/52684


    题名: 聽眾對於播客上廣告之態度探討
    An Investigation of Listeners’ Attitudes towards Advertisements on Podcasts
    作者: Schaefer, Rafael Oliver
    贡献者: 全球商務碩士學位學程碩士班
    关键词: Attitude towards Advertising
    Podcast
    Podcast Advertisement
    日期: 2022
    上传时间: 2023-07-06 10:43:56 (UTC+8)
    摘要: Podcasts have grown in popularity in recent years. With the growing demand and supply
    of podcasts, the new medium is increasingly used an advertising channel. A study
    was conducted to comprehend how listeners feel about advertisements heard on podcasts
    because this greatly determines the effectiveness of the ads. Additionally, prior
    research on the subject is scarce due to the recency of podcasts. Firstly, the aim of the study was to measure listeners’ attitudes in six dimensions (pleasure, lack of disturbance, acceptance, informational value, perceived quality and trust) which were identified from secondary research. Secondly, the study also examined whether attitudes differ significantly between groups of different genders, ages or listening intensities. It was also hypothesized that having a more positive attitude would correlate with a lower tendency to skip ads. Data was collected using a quantitative survey with a sample of 101 participants and then analyzed using SPSS. The results show that attitudes towards podcast advertising are generally rather negative. Although the majority accepts ads to get the content for free, ads are still found to be unpleasant and disruptive to the listening experience. As a result, most listeners report skipping ads always or often. This seems to be a general opinion as no significant differences were found between different genders, age groups or listening intensities. However, a significant correlation between attitude and the tendency to listen to advertisements was confirmed. This underscores the important role listeners’ attitudes play in determining advertising effectiveness. In summary, advertisers should carefully compare (the reach of) podcasts to other advertising
    channel options, especially given the high likelihood and ease of skipping ads.
    显示于类别:[全球商務學位學程] 博碩士論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    index.html0KbHTML96检视/开启


    检视Licence

    在CCUR中所有的数据项都受到原著作权保护.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈